Droves of China’s graduates are getting ready for a season of highly competitive and often disheartening hunting for white-collar office jobs. Ele.me’s campaign is designed to deeply resonate with them by broadening their professional horizons and soothing anxieties about their futures.

With youth unemployment in China reaching record highs, graduates are increasingly opting for vocational training to give themselves a fighting chance in a crowded job market. The shift suggests a glaring mismatch between the Chinese education system and the current labour market.

Gen Alphas are learning practical skills in ways never seen before; screen time and nature immersion are both looked upon by parents as valuable guides. Through innovative programs and campaigns, brands can equip this influential generation with the skills they need to build a brighter future.

Research has found that half of college graduates in the US are working jobs unrelated to their degrees. As economic instability rages, younger generations are broadening their educational horizons beyond the traditional, exploring vocational training and unconventional careers.